noun: Oystr is a mobile application designed to make experience discovery easy and intuitive. With Oystr, users can effortlessly find new places to go and discover new activities to try.
Role // UX Design; Wireframing; UI Design; Content Design
Year // 2022
Oystr is a mobile application that aims to solve the problem of discovering new experiences for users. The goal of the app is to make it easy for people to find new places to go and things to do. As a UX designer, I was tasked with creating a user-centered design for Oystr that would provide a seamless and enjoyable experience for users.
To kick off the project, I conducted one-to-one interviews with potential users of Oystr to understand their needs, pain points, and desires when it comes to discovering new experiences. I interviewed people from different demographics and backgrounds to get a diverse perspective.
Through the interviews, I identified the following insights:
Users want to find experiences that match their interests and preferences.
Users want to discover new experiences that are unique and not mainstream.
Users want to easily navigate through the app and not feel overwhelmed with options.
Users want to know what to expect from an experience before they decide to go.
To complement the qualitative research, I also conducted a quantitative survey to gather more data on user behaviors and preferences. The survey revealed that 70% of the respondents rely on reviews and recommendations when deciding where to go, while 60% are looking for unique experiences that are not commonly found.
Navigation and Site Maps
As part of the content workshops and wireframing process, we also focused on the navigation and site map of the website. Through the content workshops, we identified the most important information that should be included on the website and how it should be grouped together.
This information was then used to develop the site map and information architecture for the website.We worked together to define the top-level categories and how they would be organised to create a clear and intuitive structure for users.
We presented Jato with three different navigational options. The first focused on the needs and interests of the users, the second focused on the specific problem Jato's product could solve, and the third focused on Jato's expertise in the field.
After careful consideration and discussion, we collectively decided to go with the third option, as it allowed for a clear and effective presentation of Jato's expertise in the market.
The end result was a clear and intuitive navigation structure that made it easy for users to find the information they were looking for.
The site map and information architecture were tailored to meet the needs of Jato's target audience, ensuring that the website was user-friendly and effective in communicating the value of their product.
After analysing the research data, I created user personas and user journeys to identify the key pain points and opportunities for Oystr. From the analysis, I found that the main pain points for users were:
Difficulty in finding unique and personalised experiences
Information overload when searching for experiences
Lack of trust in reviews and recommendations
The opportunities for Oystr were:
Personalisation: Users should be able to find experiences that match their interests and preferences. This could be achieved through a personalised feed that suggests experiences based on user data and behaviour.
Curation: Users should be able to easily navigate through the app and discover unique experiences without feeling overwhelmed with options. To achieve this, the app could curate a selection of experiences based on user feedback and ratings, as well as partner with trusted sources to provide recommendations.
Transparency: Users should be able to know what to expect from an experience before they decide to go. The app could incorporate a reliable review system that includes verified reviews and ratings from trusted sources.
Using the UX strategy, I began creating wireframes and prototypes to visualise the user flows and interface of the app. The design focused on a clean and simple interface that would make it easy for users to navigate and find what they're looking for. The main screens included a personalised feed, a curated list of experiences, and a detailed view of each experience that included photos, descriptions, reviews, and ratings.
To ensure the design was user-friendly, I conducted usability testing with a group of users to identify any issues or pain points. The testing revealed that some users were confused by the navigation and had difficulty finding certain features. Based on the feedback, I made some adjustments to the design and continued with further testing until the design was refined and easy to use.
With the wireframes and user flows finalised, I moved onto the UI design. The design incorporated a modern and vibrant colour scheme that would appeal to a broad range of users. The typography and iconography were carefully selected to ensure readability and visual hierarchy. The main screen included a header with the Oystr logo, a search bar, and a personalised feed of experiences based on the user's preferences.
The detailed view of each experience included a header with the experience name, a photo gallery, a brief description, ratings, reviews, and a call-to-action button to book or save the experience. The reviews and ratings were prominently displayed, with verified and trustworthy sources to increase user trust and confidence in the app.
To ensure the UI design was consistent and cohesive, I created a style guide that outlined the colour palette, typography, iconography, and other design elements.
In conclusion, creating a user-centred design for Oystr was a challenging and rewarding experience. By conducting UX research, analysing user data, and creating a UX strategy, I was able to identify the key pain points and opportunities for the app. The wire-framing and prototyping process allowed me to test and refine the design to ensure it was user-friendly and easy to use. The final UI design was modern, vibrant, and consistent, providing users with a seamless and enjoyable experience when discovering new experiences.